A Marketer’s Guide to Content Curation There is an elephant in the online marketing “room,” and the elephant’s name is Curation. Curation is the most important part of online marketing that no one is talking about. With the rise of inbound marketing, content has become front and center in the minds of marketers. First, content creation is difficult. Applying Curation to Our Problems As marketers, how do we solve these two problems? Curation has become a fixture for many successful news blogs on the web today. Examples of Curation Some of the most popular posts on this blog have been from curated content. 3 Rules for Great Curation 1. 2. 3. Integrating Curation Into the Content Mix Curation has many applications. How do you use curation for your inbound marketing efforts? Photo Credit: joyosity
The Conversation Prism by Brian Solis and JESS3 Simplifying or Adding to our Social Media Overload? Social news curation is one of the latest social media tools to promise to make our online lives easier, more streamlined, and much more manageable. But does it live up to the hype? We take a detailed look at the top three social news curation tools to see whether they truly organize the news coming from our social networks, or just add another layer of logins, confused layouts, and information-overload to our social networking experience. Read on for the verdict on social news curation. For those who have yet to experiment with these tools, social news curation is a service that gathers and displays all of the news happening on your social network. Two of the three social news curation services below focus on Twitter, pulling out links and displaying them for you in a newspaper format. Now, social news curation should not be confused with social network organizational tools. Paper.li Paper.li creates a newspaper-styled web page around your Twitter account. Twitter Tim.es Flipboard
Content Curation & Fair Use: 5 Rules to being an Ethical Content Curator * Update: I have a much lengthier updated post that incorporates the material below: Content Curation: Copyright, Ethics, & Fair Use Recently, Kimberley Isbell of the Nieman Journalism Lab cited a Harvard Law report and published an extensive post on news aggregation and legal considerations. From a curation perspective, the whole article is interesting, but what was the most surprising was that her recommendations for being an ethical content aggregator, were the same as being an effective content curator. The five recommendations are below. 1. Marketing reason: The more you link to third parties, the more likely they are to link back to you – which ultimately improves your SEO. 2. Marketing reason: A good content curator is selective an only links to the most relevant content on a specific topic or issue. 3. Marketing reason: Demonstrating that you have curated content from a wide variety of sources, and content from some very reputable sources, makes you more credible as well. 4. 5.
Business Application and Trends Real-Time News Curation: Part 7 - Business Opportunities 1. Where Is The Money 2. Key Business Drivers 3. 4. 5. 1) Where Is The Money? "So here's a prediction. News channels in the near future will have no reason, incentive or advantage in trying to replicate what they do now: giving coverage to a handful of topics and stories out of the whole spectrum of news out there. The very goal of trying to satisfy the greatest number of readers while keeping an often undisclosed political and business agenda will give enormous competitive advantage to new independent content sources which have built their following on deep trust, full disclosure and opinionated dedication to a very specific topic, issue. As demand for quality, topic-specific news and information becomes the real of every individual and not just of those operating in the stock market, a universe of opportunities for monetizing high-quality and high-value topic-specific information will likely appear. 4) Business Applications: The News
CURATING THE FUTURE | Nation Performing Arts Convention Like e-mail in the ‘90s and the web at the dawn of the new millennium, artists and organizations—as a matter of business—have had to adapt to these new modes of communication and integrate these tools into their operations. Web 2.0 and social platforms like Digg and Delicious, YouTube, Flickr, and Facebook have pushed the electronic envelope even further up the learning curve. Along comes Twitter, and the real-time revolution is on—just as mobile technologies have gone viral. The speed of new development presents challenges—for technologists and luddites alike. But whether you’re a traditionalist or a ‘new mediaist,’ [1] future audiences are growing up with these technologies, [2] and eventually, the arts, like every living thing, must adapt or die. Social media is where the jobs will be. New jobs mean new roles and new responsibilities. “Managing communities is much more complex than traditional outreach,” Levy added. You can Retweet, favorite, or copy urls, but it’s not the same.
The Information Overload Paradox Just because there’s more information available, doesn’t mean one can consume more. Information Overload Put yourself in the shoes of a consumer right now. Now, fast forward to the late 1990′s. So, what do I think has happened? The Race to Curate Now, put on your Marketer Hat or your Content Creator Hat again and take a look at the Information Overload chart above. Now look at the blue line (the information available). That means we need to define our roles in this ever-growing world of content creation. The Opportunity So, where’s the opportunity? However, in order to be successful at this, your brand must be perceived as a completely objective brand in the marketplace. The real opportunity here, in my opinion, is to create – and curate – the best content focused on one specific area frequently enough that you become the one brand that consumers look to for this information. Note: I can’t remember where I first saw this concept.
PJA Radio Curating Information as Content Strategy Content, which is anything that informs, educates, or entertain online, is your business digital body language. The Internet changed how people find and read content. While it was helpful to have a strategy for publishing information about your business before the Web, people didn't necessarily track if what you gave them as brochures and papers was integrated with everything else. Online, it's easier to see all of the different outputs of an organization side by side -- and to notice whether they connect the dots, or if they seem to come from separate businesses. It is more attractive to buy from a business that has its act together. You find out through search. Why content is important On the Web, people trade attention for good, useful content. There are still companies that struggle with the idea of becoming content producers, and thus have not yet formulated a content strategy. Some organizations are affected by the sprawling issue when it comes to content. Content and community
Content Curation: Why Is The Content Curator The Key Emerging Online Editorial Role Of The Future? What is content curation and why is it so important for the future of web content publishers? The content curator is the next emerging disruptive role in the content creation and distribution chain. In a world submerged by a flood of information, content curators may provide in the coming months and years a new, tremendously valuable service to anyone looking for quality information online: a personalized, qualified selection of the best and most relevant content and resources on a very specific topic or theme. Photo credit: Luna Vandoorne Vallejo In other words, a content curator is someone "who continually finds, groups, organizes and shares the best and most relevant content on a specific issue online". This is how marketing expert Rohit Bhargava defines what he thinks is one of the key emerging online editorial roles of the future. I have written and discussed at length of something very similar since 2004, when I started writing about the concept of newsradars and newsmastering:
10 Use Cases for Content Curation in Mktg Content curation offers the promise of addressing both information consumers’ and marketers’ challenges in taming the flood of digital information. But as I look at the vendor landscape it is apples and oranges. Vendors are solving several different problems. Here is my take on the twelve ways that content curation is used in marketing. Demonstrate thought leadership. Nurture leads. Cultivate a community. Keep current on critical issues. Gather competitor intelligence. Monitor brand activity. Support mission. Reduce costs. Manage social media participation. Capture and repurpose social media mentions. Build advertising or sponsorship revenue. Different use cases drive many of the variations in functionality of content curation platforms. Like this: Like Loading...
The Seven Needs of Real-Time Curators I keep hearing people throw around the word “curation” at various conferences, most recently at SXSW. The thing is most of the time when I dig into what they are saying they usually have no clue about what curation really is or how it could be applied to the real-time world. So, over the past few months I’ve been talking to tons of entrepreneurs about the tools that curators actually need and I’ve identified seven things. First, who does curation? Bloggers, of course, but blogging is curation for Web 1.0. But NONE of the real time tools/systems like Google Buzz, Facebook, Twitter, YouTube, Flickr, give curators the tools that they need to do their work efficiently. As you read these things they were ordered (curated) in this order for a reason. This is a guide for how we can build “info molecules” that have a lot more value than the atomic world we live in now. A curator is an information chemist. So, what are the seven needs of real time curators? 1. 2. 3. 4. 5. 6. 7. 1. 1.